Netflix Case Essay

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1. How strong are the competitive forces in the movie rental marketplace? Do a five-forces analysis to support your answer. The movie rental industry is very competitive with a lot of different offerings. The movie into instant-delivery movie rentals has made it so that a lot of companies cannot enter into a lucrative industry without high fixed costs. Due to the centralized organization of online entertainment companies, there is an economies-of-scale effect even for relatively new companies as compared to their brick-and-mortar competitor’s such as Blockbuster. Due to the low cost for business to enter this industry, there are a lot of options that consumers may choose from when looking to purchase movie rental products. With companies such as Apple and Amazon entering this marketplace, the consumer’s bargaining power is extremely high and results in a lot of price competition between companies. The threat of new entrants into this industry is extremely high due to the low amount of capital needed to enter into the industry as compared to others. It allows companies such as Apple and Amazon, whose existing focus was not on the movie rental industry, to utilize their existing customer base and generate profits without a large initial investment. Due to the high number of competitors as well as the different forms of delivery, such as instant online delivery and mail delivery, there is a high amount of substitute providers for this service. The bargaining power of the movie-rental industry against suppliers is increasing especially in recent years. The reason for the increased control is that DVD sales are declining on the average, meaning that the main form of delivery that consumers are taking advantage of is online-streaming. If suppliers are dependent upon the online rental industry to maintain profits, they will become dependent upon the price that they

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